L'Oreal Marketing
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Table of content: I. Introduction of the company and internal analysis.........……....…3 1.Development………………………………………………....... 3 2.Mission and concept………………………………………........3 3.Business ethics……………………………………………........3 4.Social responsibility…………………………………………....4 5.Relationship with costumers and suppliers……………...…......4 II. Industry analysis……………………………………………....….4 1.Competitors………………………………………………….....4 2.The beauty market.......................................................................5 III. Product mix and strategy………………………………………....5 1. Marketing strategy....................................................................5 2. Promotion..................................................................................6 3. Pricing.......................................................................................9 4. Positioning................................................................................9 5. Distribution.............................................................................10 IV. SWOT analysis of the company.......................................................11 Marketing suggestions....................................................................12 References...............................................................................................13
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Introduction of the company and internal analysis Development The company was found in 1907 in Paris by a young French chemist Eugène Schueller, who developed an innovative hair-color formula. In 1912, the products reached Austria, Holland and Italy and by 1920 it was available in 17 countries. At that time working staff of L’Oreal consisted of three research chemists and ten sales agents. The company stared the business as a hair-color manufacturer, and today the brand includes four major beauty categories - hair-color, cosmetics, hair-care and skin-care. (http://www.lorealparis.ca/the-brand/who-are-we.aspx) Nowadays, L’Oreal has 68
Table of content: I. Introduction of the company and internal analysis.........……....…3 1.Development………………………………………………....... 3 2.Mission and concept………………………………………........3 3.Business ethics……………………………………………........3 4.Social responsibility…………………………………………....4 5.Relationship with costumers and suppliers……………...…......4 II. Industry analysis……………………………………………....….4 1.Competitors………………………………………………….....4 2.The beauty market.......................................................................5 III. Product mix and strategy………………………………………....5 1. Marketing strategy....................................................................5 2. Promotion..................................................................................6 3. Pricing.......................................................................................9 4. Positioning................................................................................9 5. Distribution.............................................................................10 IV. SWOT analysis of the company.......................................................11 Marketing suggestions....................................................................12 References...............................................................................................13
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Introduction of the company and internal analysis Development The company was found in 1907 in Paris by a young French chemist Eugène Schueller, who developed an innovative hair-color formula. In 1912, the products reached Austria, Holland and Italy and by 1920 it was available in 17 countries. At that time working staff of L’Oreal consisted of three research chemists and ten sales agents. The company stared the business as a hair-color manufacturer, and today the brand includes four major beauty categories - hair-color, cosmetics, hair-care and skin-care. (http://www.lorealparis.ca/the-brand/who-are-we.aspx) Nowadays, L’Oreal has 68
References: 1. Business ethics, [Online] Available: www.cosmeticsdesign-europe.com [10 Dec 2012] 2. L’Oreal Annual Report 2011, [Online] Available: http://www.loreal.com/_en/_ww/html/company/pdf/LOREAL_RA2011_HD_27 032012_EN.pdf [10 Dec 2012] 3. L’Oreal company’s mission, suppliers [Online] Available http://www.loreal.com [12 Dec 2012] 4. Procter & Gamble company overview [Online] Available: http://www.pg.com/company/purpose & people [12 Dec 2012] 5. Who are we? [Online] Available: http://www.lorealparis.ca/the-brand/who-are-we.aspx [12 Dec 2012] 6. Zoubi O.M, Bataineh T.M, (2011), The Effect of using Celebrities in Advertising on the Buying Decision "Empirical Study on Students in Jarash Private University”, American Journal of Scientific research, Issue 13, pp.59-70). 7. LGBT buying power, [Online] Available: http://www.nglcc.org/BIZ/financial/LGBTbuyingpower2010 [12 Dec 2012] 14